Channel 4 partners with Snap Inc. to bring a raft of new shows to Discover
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Hollyoaks to launch on Snapchat’s Discover platform today with a unique augmented reality Lens experience that allows Snapchatters to create their own cliff-hanger ending Snapchatters can watch favourites such as Celebs Go Dating, The Undateables, The Last Leg and E4’s Grime Gran.
A wide range of shows from across Channel 4’s programming slate will follow over the coming months.
Thursday 4th June 2020 - Channel 4 and Snap Inc. today announced a new partnership which will see upwards of 300 short form edits of Channel 4 content air on Snapchat’s Discover platform over the next year.
The new agreement solidifies a partnership which first began in 2018, when Channel 4 was part of the launch of UK shows on Discover, Snapchat’s curated content platform. Since then seven shows have launched, of which Celebs Go Dating, Don’t Tell the Bride and Tattoo Fixers have reached over 19 million unique viewers on Snapchat, most of whom aged 13-24.
Starting today, Hollyoaks will air on Snapchat, with short-form made for mobile episodes going live immediately after they have aired on E4, All 4 and Channel 4. To celebrate the launch, there is also a bespoke augmented reality Lens which allows Snapchatters to create their own cliff-hanger finale, complete with the Hollyoaks theme tune and end credits.
Other shows included are The Last Leg, Grime Gran and Five Guys A Week, with a range of shows from across Channel 4’s programming slate to follow. 4Studio, Channel 4’s recently launched Leeds-based digital content hub, will work with Snap and programme producers to create the made-for-mobile edits. Snapchat and Channel 4 commercial arm 4Sales will share sales rights on the shows.
Alex Mahon, Chief Executive, Channel 4 said: “We are hugely excited to bring more Channel 4 to Snapchat. We have a unique brand and taste and reach into the youth-dominated audience of Snap so the fit is clear. This partnership allows us to further our mission to serve young audiences, to increase time spent with Channel 4 and to supercharge our social footprint across 2020. We are continually evolving and adapting to reach our audience wherever they are and this is the latest iteration. I am particularly thrilled that Hollyoaks will be the first ever soap to feature on the platform offering Snapchatters a unique introduction to the joys of the best British Soap.”
Sean Mills, Head of Content, Snap said: “Channel 4 shares our passion for creating mobile content in new ways. We are delighted to extend our successful relationship and bring even more great shows to UK Snapchatters. We can’t wait to see their distinctive storytelling style reimagined for the vertical screen.”
On average Snapchat is used by 229 million people every day*. In the UK, Snapchat reaches over 80% of 13 to 24-year-olds. ** Total daily time spent by Snapchatters watching Discover content increased by over 35% year-over-year*. In Q1 2020 and the total daily time spent by Snapchatters watching Shows more than doubled compared to Q1 2019*.
Channel 4’s portfolio of brands continues to resonate with youth audiences across all platforms. This partnership further builds its social reach where in the past month Channel 4 reached over 100 million Facebook users including 81% of 18 to 24-year-olds and 74% of 25 to 34-year-olds, whilst achieving over 800m YouTube impressions across the same period.
Notes to editors
** Data from Snap Ads Manager as of April 19, 2020. Percentages calculated by dividing addressable reach by relevant census figures.
Source Channel 4
June 4, 2020 3:15am ET by Channel 4